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Aim Tell-A-Vision Group has long been battling with Nielsen to change the way it selects its Hispanic audience sample (from language spoken to nativity), and has now announced a major, consumer-targeted campaign to let the public know of its position.
The campaign, dubbed Change the Sample, will include a print component, with ads in Hispanic publications and local newspapers, and an outdoor component with billboards. There will also be radio ads, an online campaign, and word-of-mouth marketing, with flyer distribution and petition drives at events, writes Mediaweek.
The campaign will focus on New York, Los Angeles, Chicago, Miami, Orland, San Antonio and Dallas, as well as other cities with heavy concentrations of Hispanic viewers. Campaign creative features a young Hispanic woman with tape across her mouth.
Aim believes that U.S. Hispanics, particularly American-born Hispanics whose viewing patterns differ from foreign-born Hispanics, are under-represented by Nielsen’s sample. That means that Hispanic viewing patterns are skewed, Aim contends, and that the broadcast networks are thus losing millions of dollars in advertising from Hispanic ad agencies.
Robert Rose, CEO of Aim TV, points out that, according to Nielsen data, only 3 percent of Hispanic viewers watch Ugly Betty on ABC. “…Only 768,000 Hispanic viewers 18-49 are watching this show that was a hit in Latin America for years and a hit on Telemundo before it came to ABC,” he is quoted as saying. “How can that be?”
Rose met with Nielsen officials last January, he says, and was told at the time that Nielsen would conduct a study and present its results at the end of the summer. As that didn’t happen, he says, “We are going to take our campaign to the people and put pressure on Nielsen that way.”
Nielsen officials have questioned Rose’s motives in the past, because Aim is a producer of syndicated Hispanic programming for English language television stations. If Aim’s clients embrace Rose’s proposal, Nielsen says, the media research company would consider it. Rose claims he has already done that and says Nielsen ignored him.
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